A study on teenage girls in the 21st century and how to market to them.

2. WHY IS SHE
IMPORTANT?
WHO IS SHE?
WHAT DOES THIS MEAN
FOR YOU?

3. She’s an early adopter and her brand
preferences aren't yet firmly defined.
Girls her age made up 7% of the US
population in 2012 (US CB). That’s 21
million people by the way. Just in the US.
In 2007,15-17-year-olds from the US
generated an average annual income of
$4,023 (Packaged Facts).
There’s a 29% chance that she lives in a
home where household income is $100,000
or higher (Nielsen 2013).
According to research, she’s more likely to
pass products down to her parents, than
the other way around.
WHY SHE MATTERS
“The difference with today's teenagers, is
that they're not listening to what the media
and older generations are telling them is
cool. While older millennials looked to
television shows like MTV's Total Request
Live to tell them what was in style, today's
teens are discovering trends and deciding
for themselves”
Inc.com

4. SO WHO IS
SHE?

5. SHE’S FAST PACED AND
STRESSED…BUT WOULDN’T
HAVE IT ANY OTHER WAY.
Not a moment is wasted, from waking in the
morning to sleeping at night.
The future is bright, but it can wait. She can only
live in the moment, and the moment ought to
be fun.
She knows that she’s freer than any teenage girl
in history, and she takes full advantage.
She’ll always find the time for her school work,
social life, family and passions. Sleep is the only
negotiable. Only 7.6% get the recommended
amount of sleep (JoAH 2009).
“You’re constantly on the move: going to school,
extra curricular activities, concerts, parties etc.
But I wouldn’t want my life any other way"
A TEENAGE GIRL TODAY - WHO IS SHE?

6. SHE’S AUTHENTIC.
She’s honest and expects the same from her:
friends
family
role models
brands (that’s you!)
Amongst a generation of whistleblowers, she’s
skeptical about institutions and values the truth.
A child borne of the Information Age, she knows
it’s just a mouse click away. In fact 92% of teens
use the internet daily (Pew 2015)
“Telling the truth is a key thing for
relationships and for convincing people to be
able to count on you and trust what you say”
A TEENAGE GIRL TODAY - WHO IS SHE?

7. SHE EXPRESSES HERSELF.
Unlike the apathetic teenagers of yesteryear,
she knows it’s cool to be passionate.
She values her individualism and believes
creativity is a fundamental part of it.
She’s in touch with her emotional side, and
confident in expressing it, in anyway possible.
From Facebook and Twitter, to writing and
singing.
93% of teens write for their own pleasure (Pew
2008).
With so much just a mouse click away, she
knows where to be inspired.
“Being creative is a huge part of my life. It’s
an outlet for everything you keep inside of
you - to be let out”
A TEENAGE GIRL TODAY - WHO IS SHE?

8. SHE’S MISUNDERSTOOD.
She feels like she’s growing up too fast.
Although she loves her family, it’s only her
friends who truly understand her.
She enjoys the new freedom and
responsibilities, but longs to be trusted.
She’s frustrated with the stereotypes that call
her loud, lazy and ignorant. She believes that
teenagers are kind, helpful, friendly and
respectful.
The top wish among all girls is for their parents
to communicate better with them, which
includes more frequent and open conversations
about what is happening in their own lives (Dove
2014).
“One day I'm allowed to act like a kid and the next I'm
being scolded for not acting like a young lady! I guess
I'm just surprised that there was no slow transition”
A TEENAGE GIRL TODAY - WHO IS SHE?

9. SHE’S A NON-CONFORMIST,
LIKE ALL THE OTHER NON-
CONFORMISTS.
She values her uniqueness and her style is an
extension of her personality. Although her
choice of brands is limited to those her peer
group approve of.
She finds visible brand names overly
materialistic. Style and quality take priority.
Constantly in touch with her friends and the
media, she’s image conscious and feels
increasingly under pressure to look the right way
and use the trendiest products.
Between ages 14-16, 51% of girls are unhappy
in their appearance. Over 70% say this is
because of the harsh judgement of celebrities in
the media. (GirlGuiding, 2013)
“I love being myself. If people don't like me for
me, then who cares! As long as I’ve got people
like me around me, then i'm perfect!
A TEENAGE GIRL TODAY - WHO IS SHE?

10. SO WHAT DOES
THIS MEAN FOR
YOU?

11. BE ENGAGING.
The teenage girls of today will stop
for nobody, and that includes your
brand.
To get their attention, your advertising
needs to make them stop, take
notice and then ensure they don’t
forget you.
Be bold. Be edgy. Be engaging.
AVOID
BEING A WALLFLOWER, BEING
FORGETTABLE, BLENDING IN
WHAT DOES THIS MEAN FOR YOUR BRAND?

12. BE HONEST.
Teenage girls have a keen nose for
bullshit and these days, word spreads
fast.
If you claim to be something, then
you sure as hell better be it.
AVOID
LYING, BEING CAUGHT LYING
WHAT DOES THIS MEAN FOR YOUR BRAND?

13. BE
CUSTOMISABLE.
Although they may long to feel
accepted, today’s teenage girls also
love to express their personalities.
But the rebels of prior generations,
they are not.
Don’t radicalise, customise.
AVOID
BRINGING BACK THE PUNK
MOVEMENT
WHAT DOES THIS MEAN FOR YOUR BRAND?

14. BE ONE OF THE GANG.
Their friends know they’re kind, genuine and
that their personal struggles are just as
serious as anybody’s.
Belittle teenage girls at your peril.
Bonus: Teenage girls do their own shopping.
Sell to them, not their parents.
AVOID
BEING A PARENT, PATRONISING,
STEREOTYPING
WHAT DOES THIS MEAN FOR YOUR BRAND?

15. THANK YOU